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Branding move won't end popular use of 'K-State'

Kansas State University president Kirk Schulz tried to clarify Wednesday that his move to end the use of "K-State" was aimed at communications with national audiences, not local ones. "The nickname 'K-State' has become common to those of us in the state and region, and we recognize the strength of being known to certain audiences as K-State," he said in a statement. That's wise. As another Kansas Board of Regents institution learned a few years back with its goofy nine-year bid to be called "The Wichita State University," school and community traditions have deep roots unlikely to be disturbed by marketing decisions.